Introduction: Product strategy and managementAcknowledgements Part I The theoretical foundations Chapter 1 Competition and product strategy Chapter 2 The product in theory and practice Chapter 3 Buyer behaviour Chapter 4 The product life cycle in theory and practice Chapter 5 Product portfolios Part II New product development Chapter 6 The importance, nature and management of the new product development process Chapter 7 New product strategy Chapter 8 Idea management for new product development Chapter 9 Screening new product ideas Chapter 10 Concept development and testing Chapter 11 Business analysis Chapter 12 Product testing Part III Product management Chapter 13 Commercialization: test marketing and launching the new product Chapter 14 Managing growth Chapter 15 Managing the mature product Part IV Product elimination Chapter 16 Controlling the product line: an overview of the deletion decision Chapter 17 Reaching the decision to delete a product Chapter 18 Implementing the deletion decision Chapter 19 Reprise